Lucky Generals has launched the latest chapter of Birra Moretti’s Enjoy Life’s Simple Pleasures platform, built around the idea that Tucci is such a perfect fit for the brand that he’d rather live its philosophy than simply advertise it.
The campaign starts before the ad even lands, with Tucci apparently being spotted “in the wild” enjoying long lunches, good food and good company while ignoring increasingly polite requests from Birra Moretti to check his emails. The hero film then reveals a production crew waiting for a celebrity who never arrives, before the idea continues across social, PR, creators and OOH.
It’s a nice twist on the traditional celebrity ambassador campaign: rather than putting Tucci in an ad telling people to slow down and enjoy life, Birra Moretti lets him demonstrate it by disappearing from the ad altogether.
Creds
Brand: Birra Moretti
Client name:
Veronica Sica: Marketing Director UK
Eric Halgand: Global brand director
Grace Daley: Marketing Manager
Emma Jane McKeown: Global Communications manager
Gemma Sapstead: Senior brand manager
Creative agency: Lucky Generals
PR Agency: The Romans
Media agency: Dentsu
Director: Tom Speers
Photographer: Matt Holyoak
retouching: Studio RM
Executive producer: Tom Knight
Production Company Producer: Drew O’Neill
Production Company: Smuggler
Editing: TenThree
Post-production: Electric Theatre Collective
Grade: Jason Wallis
VFX supervisor – Amy Smith
Sound design: King Lear
Dop: Patrick Meller
Editor: David Whittaker
Colourist: Jason Wallis
Sound engineer: Ned Sisson
Music: Theodore / wake the town
Post production producer – Arianna Maniscalco/Katie wood
Talent agency – Mayflower Entertainment
Charlie Powell – Head of Talent Partnerships, UK
